The effectiveness and targeting of television advertising

Journal of Economics and Management Strategy

Volumn 7, Issue 3, 1998, Pages 363-396

  Shachar, Ron ^a   Anand, Bharat N ^b  

^a TEL AVIV UNIVERSITY   (Israel)

^b HARVARD BUSINESS SCHOOL   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0032391457     PISSN: 10586407     EISSN: None     Source Type: Journal    
DOI: 10.1162/105864098567452     Document Type: Article

References (19)

1. Ackerberg, D., 1995, "Advertising, Learning, and Consumer Choice in Experience Good Markets: An Empirical Examination," Working Paper, Boston University.
2. Batra, R., D.R. Lehmann, J. Burke, and J. Pae, 1995, "When Does Advertising Have an Impact? A Study of Tracking Data," Journal of Advertising Research, 35 (5), 19-32.
3. Berndt, E., 1991, "Causality and Simultaneity between Advertising and Sales," in The Practice of Econometrics, New York: Addison-Wesley, Chapter 8.
4. Butters, G.R., 1977, "Equilibrium Distributions of Sales and Advertising Prices," Review of Economic Studies, 44 (3), 465-491.
5. Calder, B. and B. Sternthal, 1976, "Television Commercial Wearout: An Information Processing View," Journal of Marketing Research, 13, 173-186.
6. Galbraith, J.K., 1967, The New Industrial State, Boston: Houghton-Mifflin.
7. Goettler, R. and R. Shachar, 1996, "Estimating Show Characteristics and Spatial Competition in the Network Television Industry," Working Paper Series H, No. 5, Yale School of Management, December.
8. Grossman, G. and C. Shapiro, 1984, "Informative Advertising with Differentiated Products," Review of Economic Studies, 51 (1), 63-81.
9. McFadden, D., 1978, "Modelling the Choice of Residential Location," in A. Karlquist et al., eds., Spatial Interaction Theory and Residential Location, North-Holland, Amsterdam.
10. Milgrom, P. and J. Roberts, 1986, "Price and Advertising Signals of Product Quality," Journal of Political Economy, 94, 796-821.
11. Olney, T., M. Holbrook, and R. Batra, 1991, "Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time," Journal of Consumer Research, 17 (4), 440-453.
12. Rao, A.G. and P.B. Miller, 1975, "Advertising/Sales Response Functions," Journal of Advertising Research, 15 (2), 7-15.
13. Resnik, A. and B.L. Stern, 1978, "An Analysis of Information Content in Television Advertising," Journal of Marketing, 41, 50-53.
14. Roberts, M.J. and L. Samuelson, 1988, "An Empirical Analysis of Dynamic, Nonprice Competition in an Oligopolistic Industry," Rand Journal of Economics, 19 (2), 200-220.
15. Shachar, R. and J. Emerson, 1996, "How Old Should Seinfeld Be?" Working Paper, Yale School of Management.
16. Simon, J. and J. Arndt, 1980, "The Shape of the Advertising Response Function," Journal of Advertising Research, 20 (4), 11-28.
17. Solow, R., 1967, "The New Industrial State or Son of Affluence," Public Interest, 9, 100-108.
18. Tellis, G.J. and D.L. Weiss, 1995, "Does TV Advertising Affect Sales? The Role of Measures, Models, and Data Aggregation," Journal of Advertising, 24 (3), 1-11.
19. Tirole, J., 1989, The Theory of Industrial Organization, Cambridge, MA: The MIT Press.